Dig­i­tal

Read­ers buy­ing on­line with do­mes­tic e-re­tail­ers.

The Works - - NEWS -

The ma­jor­ity of dig­i­tal read­ers are fre­quent in­ter­net shop­pers. Data shows lo­cal e-re­tail­ers, in­clud­ing group-buy­ing sites, can count on clicks from the on­line au­di­ence.

Two out of three con­sumers who bought on­line in the past four weeks read a dig­i­tal news­pa­per over the same pe­riod. That’s 5.3 mil­lion read­ers buy­ing on­line, ac­cord­ing to emma.

Of th­ese, 3.2 mil­lion bought from Aus­tralian on­line re­tail­ers, mak­ing them 14 per cent more likely to buy from a lo­cal on­line store than non­read­ers.

Home en­ter­tain­ment re­tailer JBHiFi was the most pop­u­lar lo­cal on­line store over the past 12 months, with 677,000 dig­i­tal read­ers buy­ing from their web­site.

Group buy­ing sites were also pop­u­lar. Catch of the Day hooked 637,000 dig­i­tal read­ers, and Deal­sDirect han­dling 603,000 trans­ac­tions from read­eres.

Read­ers are 19 per cent more likely to buy gro­ceries on­line than non-read­ers, with 488,000 shop­ping on­line with Wool­worths and 243,000 with Coles.

On­line brands can in­crease web traf­fic by ad­ver­tis­ing to dig­i­tal read­ers, a large group of con­sumers ea­ger to buy from lo­cal e-re­tail­ers.

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